The Project

The Atlantic Coast Conference [ACC], following the admittance of four new members (Pitt, Syracuse, Louisville and Notre Dame), sought to strengthen its conference brand to ensure long-term stability and maximize its 15-year grant of rights with member schools. To achieve this, the ACC required an evolved brand positioning and identity that shifted perceptions away from its significant traditions and historical accomplishments to an innovative conference, committed to sterling academics, athletics and the future.

How We Won the Heart

In collaboration with Conference leadership, we repositioned the ACC as the nation’s premier collegiate conference for academic and athletic success. Expressed through the Expect Excellence brand campaign, we galvanized membership around a new brand that emphasized success in the classroom, field of play and throughout life. The brand was further brought to life through a new identity featuring an italic font to represent the Conference’s brilliant future and a bold underline to emphasize unity and a shared commitment to the student-athlete.